Boots Opticians introduces clearer pricing policy

Boots Opticians has introduced a new, clearer pricing structure, with Boots Protect UV lenses being offered as standard with every pair of frames sold, including NHS customers and children.

The company described the move as the most significant change to its customer offer since it introduced buy-one-get-one-free (BOGOF) 22 years ago, and it promised ‘clearer prices, clearer vision, no exceptions, no hidden costs’.

Boots Opticians managing director Ben Fletcher said the move placed much more focus on health and benefits rather than price. Dual-sided UV coating would be supplied as standard, making it easier for customers to look after their eye health, he said. As well as the UV coating, Boots Protect included a reflection-free finish and scratch resistant coating, worth £40. Previously 40 per cent of Boots customers opted to pay extra for UV protection.